Colour in web design: Contrasting colours

Colour in web design: Contrasting colours

The success of any piece of visual communication, including websites, depends on colour. Research into the impact of colour in marketing tells us that it takes the average person just 90 seconds to decide on a product. 62-90 percent of those decisions are based on colour alone.

Colours are a powerful design tool, and using them properly in web design may increase your conversions just the same.

Whatever the situation and no matter how stunning your web design is, if you have not got the basics right, it could all be in vain.

Contrasting colours: Turquoise and Blue

While many contrasting colour schemes are interesting and sometimes aesthetically pleasing to look at, contrasting colors serve an additional purpose: user accessibility.

Especially this colour scheme, the website is selling a product; therefore, the potential customers need to see what the website has to offer.

Colour contrast is more than just an aesthetic; it’s also a necessity, especially on the web.

If you’re building a website, the information provided must be accessible to everyone, especially your target audience.

Colour for your target audience

Although colours signify a meaning, it’s always worth testing with users in the context of your page layout.

Understanding that some of your audience will respond differently to some colours than others should serve as a reminder that colour has the ability to work both for and against you. This will ensure that colour is working to your advantage, rather than it obstructing your conversion rate. 

Are you making the most of the colour in your designs?

Once you know who your target audience is, take into account the impact of your use of colour. You need to ensure that you don’t send them the wrong message by assuming that everyone will react in the same way.

To avoid undermining your brand’s message, choose colours that reinforce its values or proposition. Choosing eye-catching colours and fashionable gradients can be useful, but functional choices could be better in the long term.

Why is Colour Contrast So Useful?

Colour contrast provides visual intrigue and keeps viewers interested. Consider how boring it would be if a website were made out of one colour.

There are some instances when this does work, but it’s not an approach that is likely to grab someone’s attention when they’re surfing the web. Therefore, it’s wise to use contrasting colours whenever appropriate.

Our reactions to colour differences.

It’s true that people react to specific colours in different ways. Colour creates emotion and feeling; people connect with certain colours in certain situations.

After all, our responses to colour are often influenced by our upbringing, experiences, and inherent preferences or biases.

Ultimately, a colour contrast should make both elements stand out.

In other words, if you’re putting text on a colorful background or image, make sure that the words are easy to see and read.

The colour of your branding will lead your website design and the elements to work together, provide coherence, and build trust for your visitors.